The Research On The Brand Strategy Of MXQ Corp. Ltd

As the brand competition is becoming increasingly fierce internationally, business and media are adopting brand strategy as their means of competition. Now the competition means of the MXQ Corporation in its marketing strategy is the orientation of its brand in the future market and the establishment of its brand image. The successful implementation of brand strategy is an important part of the marketing strategy of a corporation. Now because market share is becoming increasingly important for MXQ Corporation, the urgent priority for the corporation to survival and development is to improve its brand strategy and brand promotion. Brand will determine whether MXQ Corporation will be successful. Since the brand strategy has become an overwhelmingly significant means in current competition, the corporations develop different brand strategies and corporations that develop strategies that fits their development take up market share and take the imitative in the fierce competition, as a consequence how to choose a brand strategy that fits the development of the corporation is the top priority for MXQ Corporation.With the change of market-oriented economy, Chinese economic strength is enhanced and the Chinese economy has a great potential for development. The product homogeneity becomes increasingly evident, so the brand competition becomes especially important in the current situation. The design, control and implementation of brand strategy are factors determining whether the corporation will gain development in the fierce competition. The rivals are gaining momentum and the corporations are facing more intense competition, so a brand strategy satisfying the current need for development is demanded. Although some corporations have explored a tried to accept and promote brand strategy, but more corporations haven’t yet realized the importance of brand strategy. The paper uses MXQ Corporation as object of study and conducts a study on brand strategy of corporations.The paper conducts an analysis of the background and research significance of brand strategy and bases the study on the basic theories of corporate brand and brand strategy. The paper first conducts a detailed analysis of the internal and external environment, the current brand construction of MXQ Corporation and resources within and capabilities of MXQ Corporation, and through the analysis of its brand strategy paten, the paper designs the brand strategy of MXQ from the core value of MXQ brand, brand orientation, brand extension, brand proliferation and brand maintenance of MXQ brand, discusses ways to improve the brand strategy of MXQ Corporation with reference to the brand strategies of equivalent corporations and discusses development plans of MXQ brand. The paper also suggests ways to implement and control the brand strategy of MXQ Corporation through the establishment of the management board that coordinates the efforts of all quarters, the improvement of production and research and development sectors of the corporation, the improvement of human resources, the improvement of corporate culture construction and information construction of the corporation and the improvement of control over the implementation of the brand strategy. In the end the paper draws conclusions and offers prospects of its future development.